Defining customer expectations is a key task for
marketing. Marketing must also
understand the ability of the operation so that it does not promise something
that cannot be delivered. In the TQM
approach, meeting the expectations of customers means more than this, it means
understanding things from a customer’s point of view.
The whole organization should understand the central
importance of customers to its success and even survival. Customers are not perceived as an external
entity to the organization but as the most important part to it. Customers should also be seen as human
beings, rather than statistics, with individual needs and expectations and
deserving of attentive and courteous treatment.
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Marketing executive
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